In this episode of
the DMEXCO Podcast, host Verena Gründel speaks with Dave Dugan, Head of Global
Ads Solutions at OpenAI, about building an advertising platform for ChatGPT and
launching it across Europe.
Dave explains how
ChatGPT advertising differs from traditional search and social media. Instead
of scrolling or entering a few keywords, users describe their needs,
constraints and intentions in detailed conversations. This context enables
brands to offer relevant recommendations at moments when people are
researching, comparing products or preparing to make a decision.
At the heart of
OpenAI’s approach are three principles: conversational privacy, answer
independence, and user choice and control. Dave discusses how organic answers
remain separate from clearly labeled advertising, why conversational
information is not shared with advertisers and how OpenAI measures user
acceptance.
The conversation also
covers campaign strategy, contextual creative, CPM and CPC models, conversion
signals, catalog integrations and the role of ChatGPT in the marketing funnel.
Dave reveals why B2B and SaaS have emerged as particularly successful categories
and shares a case in which ChatGPT delivered a lower cost per signup than paid
search and paid social.
Further information:
See Dave Dugan live
at DMEXCO 2026:
· September 23, 4:10 PM to 4:30 PM
Center Stage, Hall 6
„Beyond Attention: Building the Future of Intelligent
Advertising“ with Dave Dugan and Ulrich Klenke (Chief Brand Officer, Deutsche
Telekom)
· September 24, 11:20 AM to 11:40 AM
Innovation
Stage, Hall 8
„Measuring
the Next Era of Marketing: A Fireside Chat with OpenAI and AppsFlyer“ with Dave
Dugan and Alexia Nakad (General Manager EMEA West, Apps Flyer)
No ticket yet? We got you covered: https://dmexco.com/tickets/
